Operational document that defines the strategic and creative guidelines of a brand-creator collaboration, providing all necessary information for the production of commissioned content consistent with communication objectives and brand identity.
The influencer marketing brief is drafted at the content strategy development stage (promotional brief) and is intended to guide the creation of materials by the talents involved.
Key elements usually included in the brief include:
- About Us – Company Description
- Differentiating and characteristic elements of the company
- Target audience – Who we want to reach
- Objective of the collaboration
- Product Description – Key Features
- Key messages and strengths
- Creative guidelines – How to tell the story of the product
- Operating Directions (Dos & Don’ts)
- Required content – Output and format
- Call to Action
- Tags, links, and social elements to include
- Method and timing of approval and publication
- Delivery of the product or service kit (Product Delivery)
- Technical tips and content reference – Useful tips for production
A clear, concise, and well-structured brief ensures alignment between brand and creator, narrative consistency, and greater effectiveness of the influencer marketing campaign.